A Convergence of Mobile Device Application Use and Smart Tourism: A Comparison of Korean and Non-Korean Smart Tourists

Abstract

This paper aims to identify mobile device(smartphone) application(apps) usage by Korean and non-Korean tourists within South Korea(Korea); to classify these applications into a taxonomy of mobile device apps used by tourists; to better understand how these tourists utilize these apps while traveling; and to gain insight that can create actionable recommendations for which destinations can use to increase tourist satisfaction. A qualitative methodology approach was used for this paper; consisting of an online electronic survey instrument which asked open-ended questions on which mobile device applications were used. Those results were counted, coded, and then sorted; providing actionable insights to increase tourist satisfaction in pre-departure destination research, online purchases of transportation, accommodation, and entertainment, and tourism spending. Furthermore, valuable tourist trends were identified which could be utilized for eCommerce, smart tourism destinations, and destination marketing organizations(DMOs) to increase tourist satisfaction. A key finding included a significant increase in the use of Korean domestically created apps such as Naver (maps, navigation, transactional, and information), Kakao(maps, social, navigation, communication, taxi, banking, and entertainment), and several other Korean branded apps used by both Korean and non-Korean tourists. Another key finding showed that Koreans are using Facebook and Twitter less and, conversely, Instagram, YouTube, and TikTok, more than before. Therefore, smart destinations and cities must engage and embrace smart tourists on these platforms to promote their destinations to increase tourist satisfaction and intention to revisit and promote Korea as a travel destination.